The mind approach
After analysing visitor behaviour on the website, it was evident that most customers weren’t even aware of the existence of the online store (which was a separate website).
The challenge was to make visitors, who are looking for the magazine, aware of the online shop without rebuilding the whole website.
To make an online shop more apparent, we built a dedicated landing page for our PPC brand campaign. The page was split into two sections – “magazine subscriptions” and “online shop”. This meant that when users landed on the page searching for the magazine they could still easily click through to the appropriate website, but they were now also made aware of the online store.